KBC Sees Brussels’ Untapped Potential

Belgian banking and insurance company KBC Group NV set out a broad new corporate strategy Tuesday: On top of plans to repay its state-aid earlier than foreseen, preserve its capital buffers and other serious banking matters, KBC said it will launch a new brand specifically for Brussels.

It’s an interesting point for Belgium-watchers, because Brussels — a federal region in its own right, along with Flanders and Wallonia — hasn’t been the focus of a marketing push. Daniel Falque, chief executive of KBC’s Belgium business unit, said the capital represents “untapped potential for KBC,” with its cosmopolitan mix of people and languages including French, Flemish, English and Arabic.